What Is Amazon’s Average Order Value (AOV)?
Amazon’s average order value currently sits at approximately $52 per order across the U.S. marketplace, according to multiple 2024-2025 industry studies. This figure represents a modest increase from the $47-50 range reported in previous years, reflecting both inflation and Amazon’s strategic push toward higher-value transactions through Prime membership benefits and enhanced cross-selling features.
Numbers at a glance
- $52 average order value (U.S. marketplace, 2025)
- $57.97 Prime Day average order value (2024)
- $84.33 average household spend during Prime Day (multiple orders)
- 12 million orders processed daily globally
- 21% of U.S. Prime Day orders valued under $25
- 60% of Prime Day shoppers place 2+ separate orders
What is AOV and how is it calculated?
Average Order Value measures the typical dollar amount customers spend per transaction on Amazon. It’s a critical metric for both Amazon and third-party sellers to understand purchasing behavior and optimize pricing strategies.
Formula refresher
The calculation is straightforward: AOV = Total Revenue ÷ Number of Orders
For example, if your Amazon store generates $15,000 in sales from 300 orders in a month, your AOV would be $50 ($15,000 ÷ 300 = $50).
Where to find the metric in Amazon Seller Central
Amazon sellers can track their AOV through several reports in Amazon Seller Central:
- Navigate to Reports → Business Reports → Detail Page Sales and Traffic
- Select your desired date range
- Divide “Ordered Product Sales” by “Units Ordered” for per-unit value
- For true AOV, divide total sales by number of orders (available in Order Reports)
Common pitfalls in calculating AOV
When calculating AOV, be aware of these factors that can skew your numbers:
- Returns and refunds reduce total revenue but may not adjust order counts
- Multi-item refunds can create negative AOV calculations
- Promotional discounts lower apparent AOV but may increase order frequency
- Tax and shipping are typically excluded from AOV calculations
Amazon AOV over time (2019-2025)
Amazon AOV Growth Trend (2019-2025)
Key trend: Amazon’s AOV peaked at $54 in 2022 during inflation surge, normalized to $51-53 range as market stabilized.
Amazon’s average order value has shown steady growth over the past six years, driven by Prime membership expansion, improved recommendation algorithms, and strategic category expansion into higher-value segments.
Historical AOV progression
| Year | Average Order Value | Key Drivers |
|---|---|---|
| 2019 | $47 | Baseline pre-pandemic |
| 2020 | $51 | COVID-19 surge, bulk buying |
| 2021 | $53 | Prime expansion, supply chain premiums |
| 2022 | $54 | Inflation impact, premium product growth |
| 2023 | $51 | Economic normalization |
| 2024 | $52 | Stable growth, enhanced bundling |
| 2025 | $52-55 | Projected continued growth |
Key inflection points
Prime launch impact: The introduction of Prime membership benefits created a two-tier AOV structure, with Prime members consistently spending 15-20% more per order than non-Prime customers.
Pandemic surge: 2020-2021 saw significant AOV increases as customers shifted to bulk purchasing and premium products during lockdowns.
Category-level differences: Electronics and home improvement categories typically drive AOV above $75, while books and personal care items often result in orders below $35.
Amazon vs other retailers – basket size comparison
Amazon’s AOV positioning becomes clearer when compared to other major e-commerce platforms, revealing strategic differences in customer targeting and product mix.
Cross-platform AOV comparison (2024-2025)
| Platform | Average Order Value | Primary Factors |
|---|---|---|
| Amazon | $52 | Broad marketplace, low-cost items |
| Walmart.com | $68 | Grocery focus, bulk purchases |
| Target.com | $63 | Curated selection, style-conscious shoppers |
| Shopify (average) | $115 | Direct-to-consumer premium brands |
| eBay | $45 | Auction format, used goods |
Amazon’s relatively lower AOV reflects its “everything store” approach, with millions of low-cost items from books to phone accessories. In contrast, Shopify merchants typically focus on specialized, higher-margin products that command premium pricing.
The difference also stems from Amazon’s subscription model (Subscribe & Save) and frequent small-order convenience purchases that other retailers don’t facilitate as effectively.
Average Order Value: Amazon vs Competitors
Why AOV matters for sellers and advertisers
Understanding and optimizing AOV directly impacts profitability and competitive positioning on Amazon’s marketplace.
Margin math – offsetting rising PPC costs
With Amazon advertising costs increasing 15-20% annually, sellers need higher AOV to maintain profitable unit economics. A $10 increase in AOV can offset a 20% rise in cost-per-click while maintaining the same profit margin.
Impact on TACoS, cash flow, and inventory turns
- Total Advertising Cost of Sales (TACoS): Higher AOV spreads advertising costs across more revenue, improving overall TACoS ratios
- Cash flow: Larger orders improve cash conversion cycles and reduce per-order fulfillment costs
- Inventory velocity: Products that drive higher AOV often have better inventory turn rates and reduced storage fees
Signals for Amazon algorithm
Amazon’s recommendation engine favors products that generate higher customer lifetime value. Items with strong AOV performance often receive:
- Better organic search positioning
- Increased “Frequently Bought Together” placements
- Enhanced visibility in sponsored product recommendations
9 proven ways to increase your Amazon AOV
Successful Amazon sellers employ multiple tactics simultaneously to drive meaningful AOV improvements.
1. Premium bundles and virtual bundles
Amazon’s Virtual Product Bundle tool allows sellers to group complementary items without inventory complications. A camera seller might bundle a camera body with memory cards, cases, and tripods, increasing AOV from $300 to $450.
2. Multi-buy tiered discounts
Implement quantity breaks like “Buy 2, Save 10%” or “Buy 3, Save 15%” to encourage larger purchases. This works particularly well for consumable products, supplements, and seasonal items.
3. Cross-sell using A+ Content modules
Use A+ Content’s comparison charts and lifestyle images to showcase complementary products. Include clickable ASINs that direct customers to related items, increasing the likelihood of multi-item purchases.
4. Product targeting ads on own ASINs
Run sponsored product campaigns targeting your own product pages to promote higher-value alternatives or complementary items to customers already interested in your brand.
5. Subscribe & Save optimization
Products eligible for Subscribe & Save often see 25-40% higher AOV due to bulk discount structures and customer convenience preferences.
6. Variations and parent-child listings
Structure product families to encourage customers to purchase multiple variations (colors, sizes, scents) in a single order through strategic pricing and bundling.
7. Price anchoring with limited edition SKUs
Introduce premium “limited edition” versions of popular products to create price anchors that make standard offerings appear more affordable, often leading to multiple item purchases.
8. Shipping threshold optimization
For FBM sellers, set free shipping thresholds slightly above your current AOV to encourage customers to add items to qualify for free delivery.
9. Post-purchase upsell via Amazon Marketing Stream
Utilize Amazon’s email marketing capabilities to promote complementary products to recent purchasers, capturing additional orders within the customer’s buying cycle.
Case study: A pet supply brand increased AOV by 18% through virtual bundling of dog food with treats and toys, moving their average order from $34 to $40 over six months.
Frequently asked questions
What is considered a good average order value on Amazon?
AOV performance varies significantly by category. Electronics and home improvement typically see $75+ AOV, while books and personal care average $25-35. Compare your AOV to category-specific benchmarks rather than Amazon’s overall average.
How does Amazon calculate average selling price?
Amazon calculates ASP by dividing total revenue by units sold, which differs from AOV that divides by number of orders. A single order might contain multiple units of the same item.
Does Amazon AOV include shipping and tax?
Standard AOV calculations focus on product value only, excluding shipping fees and taxes. However, some internal Amazon metrics may include these components.
What is the average basket size on Prime Day?
Prime Day 2024 saw an average order value of $57.97, with U.S. households averaging $84.33 in total spending across multiple orders.
How can I see AOV by ASIN?
Use Seller Central’s Detail Page Sales and Traffic report, then calculate AOV by dividing “Ordered Product Sales” by number of orders for each ASIN.
Why is my Amazon AOV lower than Shopify?
Amazon’s marketplace structure encourages price competition and includes many low-cost items, while Shopify stores typically focus on premium, direct-to-consumer products with higher margins.
How does AOV influence Best Seller Rank?
While Amazon doesn’t directly factor AOV into BSR calculations, higher AOV often correlates with better conversion rates and customer satisfaction metrics that do influence ranking.
Are there category-specific AOV benchmarks?
Yes, typical ranges include: Electronics ($75-120), Home & Garden ($45-65), Books ($15-25), Beauty ($30-50), and Apparel ($40-70).
Sources & references
- Mobiloud – Amazon Statistics 2025 — Global AOV data and Prime Day metrics
- Analyzer Tools – Amazon Statistics — Historical AOV trends and daily order volume
- Capital One Shopping – Prime Day Statistics — Prime Day 2024 AOV analysis
- Statista – Amazon Prime Day Order Values — U.S. Prime Day benchmarks
- Stratably – Amazon vs Walmart vs Target Performance — Cross-platform AOV comparison
